Mahindra Renames Its Flagship Electric SUV BE 6e to BE 6

Mahindra has recently launched its flagship electric SUVs BE 6e and XEV 9e. These SUVs have created a hype in the auto industry. Just after the launch, the dispute resolved around the Mahindra’s BE 6e for its name. Indigo, the airline company sued Mahindra over 6e trademark usage. Indigo has filed a lawsuit against the Mahindra Electric Automobiles over the use of their trademark 6e.

BE 6E: What Is The Dispute

Indigo’s well known 6E, has been the brands identity since two decades. The airline uses it for the 6E prime and 6E flex. However Indigo claimed that 6E is their registered trademark. “The ‘6E’ mark, whether standalone or in its variants and formative forms, is extensively used by IndiGo for its offerings and for goods and services provided in collaboration with trusted partners. Any unauthorized use of the ‘6E’ mark, whether standalone or in any form, constitutes an infringement of IndiGo’s rights, reputation, and goodwill. IndiGo is committed to taking all necessary and appropriate steps to safeguard its intellectual property and brand identity.” said Indigo in a statement.

They urges that Mahindra’s BE 6E will confuse consumers.

BE 6E :Mahindra’s Stand

The Mahindra Electric Automobiles claimed that their ‘BE 6e’ is different than the airline’s ‘6E’ and it would remain specific to their SUV portfolio. “We do not see a conflict as Mahindra’s mark is ‘BE 6e,’ not the standalone ‘6E’. It differs fundamentally from IndiGo’s ‘6E,’ which represents an airline, eliminating any risk of confusion. The distinct styling further underscores their uniqueness.” said Mahindra.

Renaming The BE 6e

Facing the legal battle, the Mahindra has renamed it ‘BE 6e’ SUV to ‘BE 6’ for the smooth launching in the market. However the brand will continue to contest claims in the court. “Our priority remains delivering an excellent customer experience and focusing on popularizing electric transport in India. However, we firmly believe IndiGo’s claims are baseless and will strongly contest them in court. Allowing such claims to go unchallenged could monopolize common alpha-numeric marks, creating challenges for companies across sectors,” said Mahindra.

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